Study on Market Research on New Product Development

Abstract

he article underscores the pivotal role of market research in product development, cautioning against the risks associated with inadequate methodologies. It identifies five core research challenges within the New Product Development (NPD) stages and proposes a systematic framework to address them. Validated through focus groups with specialists, this approach aims to provide tailored solutions to each problem, thereby enhancing decision-making in innovation processes. While offering valuable guidance for managers, the study acknowledges potential limitations in generalizability due to its specific research approach, urging further validation in subsequent studies to strengthen the framework’s applicability across diverse contexts.